Mazda turned to social and e-mail marketing to reach fans of its Miata roadster line and sell out 100 pre-orders of its 25th anniversary MX-5 Miatas. Mazda built a microsite for orders and e-mail gathering, and pushed it on Facebook, Twitter and Google Plus, generating more than 250 sales leads in 10 minutes. "We're definitely going to take this as a learning [tool], and we're going to look to do this again in the future," said Russell Wager, Mazda's vice president of marketing.

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